Uber tested drones carrying ads over cars in Mexico City, but it won't be a regular event

The flock of drones buzzing over cars and bearing signs
touting Uber's service looked straight out of a science-fiction
movie. But if you're hoping to see the airborne ads next
time you're on the freeway, you're out of luck.

Uber may have flown drones over gridlocked traffic in Mexico City
this summer, but that doesn't mean you'll start seeing them
on your daily commute.

The drones were part of a marketing effort by Uber in its busiest
city, flying above traffic holding a sign that roughly translates
to, "Are you going alone? For that reason you'll never see the
volcanoes #UberPOOL." The sign references Mexico City's thick smog, which makes it hard
to see the Popocatépetl volcano that towers over the
city. The drones were an advertisement for UberPool, the
company's carpooling service.

An Uber spokesperson told Business Insider that the drones are
not part of a wider marketing effort on Uber's part and were just
a one-time occurrence — they only flew around for a matter of
minutes. The company did not measure the results and said it has
no plans to try it out in another city anytime soon.

Uber frequently tests out attention-grabbing marketing
efforts that are often short-term offerings. In the past, the
ride-hailing company has tried out UberYacht and UberChopper, which let riders
hail a yacht or helicopter ride, respectively, and is said to be
launching UberBalloon in China. The drones were likely intended
to be a fun, one-time thing to get the attention of one of its
fastest-growing markets.